With tequila remaining red hot, particularly in the premium segment, Campari Group has announced their new brand, Mayenda.
This launches with Mayenda Tequila Blanco. It’s made by Maestro Tequilero Jesus Susunaga and his team at Casa San Nicolás (NOM 1440).
Mayenda was named for Mayahuel, the Aztec goddess of agave, the company says. The production process includes macerating, or steeping, the roasted piñas (agave hearts) in the base distillate, inviting aromas and flavors of caramelized, cooked agave, the company says. Production also involves blending with agave miel, the “honey” from the agave cooking, to encourage sweetness, caramel, vegetal, floral and peppery notes.
The result is a blanco tequila with aromas of wildflower honey and cinnamon alongside subtle top notes of orange blossom and fresh grass, the company reports. On the palate are undertones of baking spices, fresh herbs and pepper, plus caramelized agave notes, before a finish of citrus, honey and baking spices.
“When you walk through the distillery, just as the agave has finished cooking, you’re struck by the incredible roasted, caramelized, rich sweetness that envelops your senses,” says Susunaga. “Noticing that some of the most precious aromas and flavors from the agave are lost during the process, we asked ourselves ‘How were we going to take these flavors and capture them in a bottle?’”
“Before even taking a sip, you’ll notice the complex bouquet,” adds Susunaga. “The incredibly rich aroma of honey, caramelization, and a touch of pepper carries through onto the palate with every sip. Mayenda brings forward layers of flavor, something truly special in a Blanco.”
The bottle is inspired by handblown Jaliscan glass, and features the Aztec goddess Mayahuel. The product and packaging are sourced from Mexico, with labels made from 100% reclaimed agave byproduct. Each bottle is adorned with a copper medallion created by Mexican jeweler Mauricio Serrano.
“We saw an opportunity for Campari to bring not just category leadership and sales credentials, but a true depth of knowledge, experience, and artistry from our team at Casa San Nicolás,” says Raul Gonzalez, Global Managing Director for Spirits at Campari Group. “With our global reach and Mexican spirits expertise, we had the tools to craft a truly differentiated tequila — one that we knew could meet and exceed the expectations of an increasingly knowledgeable consumer.”
Mayenda Tequila Blanco is available for a suggested retail price of $70 per 750-ml. bottle.
